State Farm


The State Farm jingle has been a part of popular culture for over fifty years. In conjunction with a full brand refresh, we partnered with State Farm and Wolff Olins to modernize their sonic brand strategy with a sound logo that's scalable across brand communications. We developed a dynamic identity system that works for broadcast, streaming, and digital channels, and flexes based on content format, platform, and storytelling mood.


Sound Logo, Brand Anthem, Sonic Brand Strategy


TV Commercials, Audio Advertising, Social Media, Digital Content


State Farm is a heritage brand that has been well known for over 100 years. With the rebrand, State Farrm wanted to position themselves as a trusted industry leader embracing a bolder vision for the future. With this in mind, we were tasked with maintaining a strong connection to the legacy, building on decades of brand equity in the original jingle, while moving the brand into a more contemporary context.

Key to the State Farm identity system is the three oval shapes in their visual logo. As part of the visual brand refresh, State Farm introduced a more dynamic sense of motion to the logo that allowed us to craft a supportive sound design foundation that's more adaptable and bold.


After our discovery process, we began to design a dynamic sonic brand system that could flex between bold and timeless allowing the sound logo to fit a broad range in messaging.


Future Forward:
Bold and contemporary sound design

Genuine Empathy:
Broad emotional and tonal range

Calming Confidence:
Warm, modern yet timeless sounds

Future Forward
Genuine Empathy
Calming Confidence


The final execution of the State Farm sound logo showcases three disparate sonic elements that can come together to showcase a more modern brand approach while embracing its rich heritage. Each different element of the logo can be extracted and used alongside different instrumentation to flex and adapt to multiple contexts and messaging across all broadcast and marketing content.

Logo Variant 1
Logo Variant 2
Logo Variant 3


State Farm's new sound logo is heard millions of times daily by viewers across the United States, and was recently ranked in Veritonic's Audio Logo Index as the second most recognizable audio logo in the US.

" State Farm was the big winner here; while last year’s logo used only a non-vocal melody, this year the insurance leader reintroduced the brand name into the mnemonic, a decision that catapulted it 14 positions to number two in the index. The overall score was driven by high numbers for recall and familiarity, as well as the highest correct brand association in the index (81%)." — Audio Logo Index, Veritonic